Castellio's Fruit: Analysis of Family Business and Recommendations

This document provides a comprehensive analysis of Castellio's Fruit, a family-owned retail business founded by Lucio Castellio. The business evolved from a pushcart to a wholesale company and owned multiple restaurants and stores. The analysis identifies problems such as the clash between modern and traditional strategies, payment conflicts, increased competition, and changing industry structures. The solution section outlines a step-by-step approach to problem-solving, including identifying the issue, understanding stakeholders, and evaluating options. The document also includes a SWOT analysis, a discussion of the Resource-Based View (RBV) model, and strategic approaches like the Blue Ocean Strategy and the 3-Circle Model. Furthermore, it incorporates Sharma’s Performance Matrix and Genogram for a family business perspective, offering recommendations to leverage opportunities, resolve family conflicts, implement marketing strategies, adopt new technologies, and modernize business methods. The assignment aims to provide a detailed understanding of the business's challenges and opportunities and suggests practical recommendations for sustainable growth.

Family
Business

Company profile
• Retail business
• Founded by Lucio Castellio
• Established in the year 1990
• Lucio owned a pushcart for selling fresh and
unique fruits and vegetables in his area
• He maintained a fairly reasonable price
• The business evolved from a pushcart to
becoming a wholesaler company delivering
restaurants, small baskets and sub shop in Boston
area.
• They owned three seafood restaurants.
• They had sandwich stores of Jacob Wirth and
Phil and Timothy and a little store of Carl White.

Problems in the business
The modern
strategies were
different from
the traditional
strategies.
Increased
competition
and changes in
the industrial
structure.
Conflicts due to
the
replacement of
the old customs
and techniques
by the new ones
Conflicts arose
concerning the
usage of credit
cards and
credit payment
policies.
Buy-out and
plans of
payment was
also a matter of
concern

Solving issues
•Identify the issue
•Understand everyone’s interest
•Listing the solutions
•Evaluation of options
•Selecting the correct option
•Documenting the agreement
•Agree on the terms, monitor and evaluate

SWOT Analysis
Strength
Serves
unique fruits
and
vegetables.
Affordable
products are
sold.
Old family
business,
hence have
good
reputation.
Opportunity
Change in
the
marketing
plan.
New
strategic
ideas.
Use of new
technology.
Threats
Major
competition.
Lower priced
products in
other stores.
Natural
calamity
Unstable
weather
condition

Resource Based Model
The RBV Model helps analyzing the basis of the
organization’s competitive advantage. Resources act as the
key element for the success of the firm.
If the
organizatio
n
neutralizes
its threats
and exploit
the
opportuniti
es
Affordabilit
y of the
resources
Competitive
advantage

Blue ocean strategy
 This strategy is to pursue continuous
differentiation and low rate in order to open
a new market place and to create new
demands in the market.
 It helps in capturing and creating
uncontested space for market. This makes
the competition irrelevant.
 Market structure and boundaries are to be
to set by the industry players.
 It provides huge opportunity of growth which
will increase profitability.
 This strategy is deep, vast and powerful
helping in revenue generation.

3- Circle Model
The 3-circle Model helps in
identifying the present state
of the value of customers in
the market. It gives views of
outsider and insider. The
outsider view captures
potential customers and
customer’s impression. The
inside view describes the
resources, assets, knowledge
and capabilities of the
company in order to produce
customer value.

Sharma’s Performance Matrix

Genogram
This graphical representation helps in
understanding a family tree that provides
detailed data of the relationships among
different individuals.
It helps in analyzing the psychological factors
and hereditary patterns.
Personal records and family dynamic is easily
known from this which can help in expanding
the business.

Recommendations
• The opportunities should be used tactfully.
• The family conflicts should be avoided in order to
expand the business smoothly.
• Deals should be cracked very easily using various
marketing strategies.
• Using new technology will also help the company in
exploring new areas.
• Traditional ways of business should be replaced by new
methods.
• Choosing the various scopes of business for the family.

Thank you